Price

Richard Nonelle, president of Window Genie, figured he should call around to make sure retailers had the right price for his window cleaner Window Genie. He thought $3.95 was about right and was shocked to find some stores had mismarked cans to $9.95 and feared they sold none. In fact, the opposite occurred: sold out! Price has to hurt a little - or a lot - and buyers will believe they are getting value.
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